Johnny Milton | A Marine Industry Sea Change
Living His Dream Career at Queensland's Wynnum Marine
When Johnny Milton turned 50, he wasn’t thinking about retirement. Instead, he was thinking about reinvention. After decades in the commercial construction industry, where he managed multi-million-dollar projects, Johnny found himself yearning to do something he loved. “I had a midlife crisis,” Johnny says laughing. “I wanted a change and was looking for a business that let me do what I’ve always been passionate about—being on the water boating and fishing. So, when the opportunity came up to take on a dealership like Wynnum Marine, I jumped at it.”
That decision marked the beginning of a new chapter for both Johnny and the iconic Brisbane-based business. Wynnum Marine, established in 1946, has long been a trusted name in Queensland’s boating scene. As a Yamaha outboard and Cruise Craft dealer, the business already had a strong foundation—but Johnny brought new energy, sharp business acumen, and an unshakable passion for all things Yamaha to the mix.
Though initially unsure whether his future lay in a marine or motorcycle dealership, Johnny knew it had to be Yamaha. “I’ve ridden and raced motorcycles my whole life and I’ve always loved Yamaha. I’m a diehard Valentino Rossi fan,” Johnny reveals. “I’ve got a 50th anniversary 2006 Yamaha R1, it’s a bike that reminds me why I love this brand every time I look at it – performance, quality, and joy in one package.”
Over the past three years, Johnny has led extensive renovations, implemented new systems, broadened the product range, and re-energised the customer experience. “Even though I came from a highly structured, computerised industry, Marine retail was a whole different world. I had to learn everything from scratch.”
Whatever Johnny lacked in marine industry experience; he made up for in enthusiasm. “The support from Yamaha has been incredible. Their team is really invested in helping us succeed. I have also built some great relationships with other Yamaha dealers through Yamaha conferences and events. The spirit of comradeship and the lengths that dealers will go to in assisting each other with advice is terrific and very refreshing. It truly does feel like a big family.
That spirit of collaboration has helped Johnny and the Wynnum Marine team carve out a clear point of difference. One key focus is their expanding lineup of boats, including the New Zealand-manufactured Kingfisher Powercat plate aluminium range. “We’re seeing great success with these boats and we are constantly working on new models and design improvements,” he says.
Customer experience has also been central to Johnny’s vision. On-water demonstration days—where customers can test a range of Yamaha-powered boats—have become a major focus. “Sometimes we have up to 14 boats on the water. It’s a big job to organise, but it’s worth it, there’s no better way to connect with customers, as well as staff, than being out on the water with them.”
The demo days are a core part of Johnny’s business philosophy. “We always keep at least four demo boats ready, and we encourage our staff to use them on their own time. If we understand what we’re selling from personal experience, we can talk about it with genuine enthusiasm.”
That genuine enthusiasm is also what fuels Johnny’s plans for the future. “We’ve come a long way in three years, but we’re just getting started. There’s always room to improve. More marketing, more on-water days, and more time doing what we love. And when I have time, I want to go and chase coral trout and big reds on the reef. Nothing beats standing on a boat holding a big fish. That’s the kind of publicity I love.”
In blending his professional background with his lifelong passions, Johnny Milton has turned Wynnum Marine into more than just a dealership, it’s a hub for boaters of all kinds to share their passion.